Capturing consumer loyalty through technological innovation and sustainability: the moderating effect of the grocery commercial format
ISSN: 0007-070X
Article publication date: 20 January 2023
Issue publication date: 4 July 2023
Abstract
Purpose
The food sector is currently undergoing a process of transition as a result of the increased level of consumers' awareness towards issues related to sustainability. This work aims at analyzing the existence of links between technological innovation and sustainability and its consequences on variables of paramount importance in the retail sector such as store image and loyalty towards the establishment. Moreover, we examine if the strength of these relations differs across store formats.
Design/methodology/approach
To achieve the objective of this work, a theoretical model based on the literature is proposed, contrasted through an empirical study carried out in a sample of 510 customers from three food retail formats: hypermarkets, supermarkets and discount stores.
Findings
The results indicate that technological innovation strengthens sustainability. In addition, sustainability is postulated as a dynamic element of the store's image and loyalty. The intensity of these relationships may vary depending on the commercial format.
Practical implications
The implementation of innovative and sustainable practices such as reducing energy consumption, the use of recycled materials to manufacture products, and the participation of retail companies in collective social actions is considered to be of primary importance.
Originality/value
The study sheds light on the knowledge of the relations between customers' perceptions of technological innovation and sustainability in retailing, confirming their influence on store image and customer loyalty. Moreover, the findings reveal the importance of sustainability and innovation for the main types of retail food store format, although with some peculiarities that allow to draw relevant managerial implications for practitioners.
Keywords
Acknowledgements
This research has been developed within the framework of the project Grant PID2020-112660RB-I00 funded by MCIN/AEI/10.13039/501100011033, the consolidated research group AICO/2021/144 funded by the Conselleria d'Innovació, Universitats, Ciència i Societat Digital of the Generalitat Valenciana and the Funding for Special Research Actions of Universitat de València (Reference no.: UV-INV-AE-1553911).
Citation
Marín-García, A., Gil-Saura, I., Ruiz-Molina, M.E. and Berenguer-Contrí, G. (2023), "Capturing consumer loyalty through technological innovation and sustainability: the moderating effect of the grocery commercial format", British Food Journal, Vol. 125 No. 8, pp. 2764-2784. https://doi.org/10.1108/BFJ-12-2021-1317
Publisher
:Emerald Publishing Limited
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